DQ: One simple sign, one brilliant marketing tactic

When I see great marketing, I must give credit where credit is due. Today, I give credit to, of all places, my local Dairy Queen.

This haven of frozen-treat goodness has a long way to go on the customer experience side of things. While Dairy Queen serves good food (or at least good soft serve), I am often hesitant to visit my local DQ. The store, despite a recent facelift, always seems a little dingy to me. And ordering hot food there sets the buyer up for an unreasonably long wait. (I only made that mistake twice.)

Oh, but do I love DQ's Blizzards.

And this particular local Dairy Queen uses one simple tool to continually remind me of my love for their heavenly blend of soft serve and toppings: a sign. A simple marquee in front of their building.

The marquee only ever announces one thing: the Blizzard of the Month. I have to pass by it every day on my way to and from town. The marquee reminds me of my craving.

You see, this Blizzard of the Month is an ingenious thing. It's really nothing special; each month's flavor is really available all the time. And the Blizzard of the Month costs exactly the same price as every other flavor that month. But the mere fact that I read, say, "Caramel Brownie Sundae" as the Blizzard of the Month on that little marquee, stirs something in my mind. "Mmm. That sounds good. I want to try that," I think to myself. And I begin to think of ways that I can rationalize buying myself a Blizzard.

The crazy thing is that if "Caramel Brownie Sundae" were not featured on that marquee, I wouldn't even consider it if I walked into a Dairy Queen of my own volition to buy a Blizzard. Instead I would go with one of my two favorites: Chocolate Chip Cookie Dough or Strawberry Cheesequake. But because "Caramel Brownie Sundae" is the Blizzard of the Month, I want to try it.

Coffee shops do the same thing - they will feature a "Raspberry White Chocolate Mocha" or a "Pumpkin Spice Latte" as a special seasonal drink. But really, a person can order those drinks any time of the year, and at no difference in price. Yet seeing that flavor as a featured pick stirs something in our psyche, and we want to try it.

Can you use this to help your business? Can your company feature a different product every month? week? day? You don't even necessarily have to create any special variations or discounts or promotions. Just draw attention to something of value that you already offer. Maybe a little sign is all you need.